Mattel has a brand new doll they want to sell your daughter. It’s called Hello Barbie, and it takes the classic American doll to a whole new level. This new Barbie uses WiFi and speech recognition, records the voice of the doll’s owner and then, using cloud servers and voice recognition software, sends responses back through the doll’s built-in speaker which allow little girls to have conversations with their Barbie. At a toy fair in New York a Mattel presenter said that the Hello Barbie can “have a unique relationship with each girl.” According to an article by Julie Borg, the doll will be able to “play interactive games, tell jokes, initiate storytelling, and listen and learn about each girl’s preferences and then adapt accordingly.”
A Washington Post article about the doll said, “a Mattel representative introduced the newest version of Barbie [at the New York toy fair] by saying: ‘Welcome to New York, Barbie.’ The doll, named Hello Barbie, responded: ‘I love New York! Don’t you? Tell me, what’s your favorite part about the city? The food, fashion or the sights?'” Not surprisingly then, the Washington Post article was titled, “Privacy advocates try to keep ‘creepy,’ ‘eavesdropping’ Hello Barbie from hitting the shelves.” A CNN story was headlined, “Talking Barbie is too ‘creepy’ for some parents.” Borg’s article in WORLD was subtitled “New interactive Barbie blurs privacy lines.”
This excerpt from the Post article explains where the “creepy” part comes in for most people: “Hello Barbie works by recording a child’s voice with an embedded microphone that is triggered by pressing a button on the doll. As the doll ‘listens,’ audio recordings travel over the Web to a server where the snippets of speech are recognized and processed. That information is used to help form Hello Barbie’s responses.”
The doll is not scheduled to be available for sale until the fall, and the companies involved with it–Mattel and ToyTalk, the company that manufactures the software in the doll–are planning to develop privacy policies before then. Already, though, a Mattel spokesperson says, “Mattel is committed to safety and security, and ‘Hello Barbie’ conforms to applicable government standards, including the Children’s Online Privacy Protection Act.” Interestingly enough, the technology in the doll could be used both by the toy company and by parents to “spy” on children. ToyTalk says, “Parents can choose to receive daily or weekly e-mails with access to the audio files of their children’s conversations with Hello Barbie.” Most parents do not listen in to every conversation their children have with their toys. Part of childhood’s wonder is the ability to pretend and talk to one’s toys–that, until now, have not been able to talk back. How will the ability to listen in to those conversations impact parent’s relationships with their children? This eavesdropping could have potentially positive results, but it is not difficult to imagine potentially dangerous ones, too. Then, too, there is the potential danger of someone other than the parent accessing the recordings, either by hacking the parents e-mail or the company web site, and using the information contained in the recordings to cultivate a relationship with the child.
The Campaign for a Commercial-Free Childhood has already created a petition demanding that Mattel scrap the doll because of the potential for using it to market directly to children. The doll could be used to plant the idea that children ask their parents for Barbie accessories, for example, the group claims. “Kids using ‘Hello Barbie’ aren’t only talking to a doll, they are talking directly to a toy conglomerate whose only interest in them is financial,” said Susan Linn, the group’s director.
Creepy though the technology and capabilities of the doll may be, it is not difficult to understand how we got to this point. “Sales of Barbie have plummeted recently, while demand for children’s apps and online games has exploded. Children are forging their digital footprint earlier than ever, forcing parents to make thorny decisions about what kinds of technology limits to put in place during playtime,” the Washington Post reported. With more and more parents giving their children virtually unlimited access to anything the Internet has to offer, through iPads, smart phones and more, one cannot fault Mattel for finding ways to combine the latest in technological capability with their best-selling toy for young girls. Still, that does not mean the doll is a good idea.
The concerns described above are legitimate and need to be taken seriously. Borg highlights another danger, though, when she emphasizes in her article the fact that the technology contained in the doll will serve only to further separate children from real-life interactions and relationships. She points out that in their touting of the doll’s benefits, Mattel claims that the doll can eventually become a girl’s best friend. Dipesh Navsaria, a pediatrician and board member of Campaign for a Commercial-Free Childhood, said, “Computer algorithms can’t replace, and should not displace, the nuanced responsiveness of caring people interacting with one another. Children’s well-being and healthy development demand relationships and conversations with real people and real friends.” We live in a culture that is already celebrating the pseudo-relationships facilitated by the convenience of instant digital communication. People send text messages to teachers when their children will be late for school, teens ask their friends for relationship advice via Facebook messaging and they spread rumors and gossip via Facebook posts. Courts have ruled that divorce papers can be served via Facebook, too. There are real dangers in abandoning genuine interpersonal relationships in favor of those that exist only in the cyber realm. People say things through keyboards they would never say to someone’s face–but that is only one of the myriad dangers that exist when one interacts with the world almost exclusively through technology.
I do not fault Mattel or ToyTalk for pursuing the creation of Hello Barbie, and I am sure that other toy companies will soon have their own offerings that incorporate this interactive technology. Again, though, that does not mean it is a good idea, and, personally, I would strongly caution parents against buying this doll for their daughters. I will not be signing any petitions opposing the release of the toy, nor do I think banning its sale is necessary. Mattel is a company driven by profit. If the doll doesn’t sell well, they will quit selling it. If your daughter still plays with Barbie’s try buying her one that doesn’t talk back, then get down on the floor and play Barbies with her–letting her and you create the voices and conversations yourselves. No tech companies will listen in, no advertising with be slipped into the conversation, and the relationship between your daughter and you will be strengthened. That’s the most important thing of all.